本文關(guān)鍵詞：美國馬利（中國）有限公司的發(fā)展戰(zhàn)略研究　出處：《上海交通大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 跨國企業(yè) 內(nèi)部環(huán)境 外部環(huán)境 SWOT分析法 發(fā)展戰(zhàn)略

【摘要】：從上個世紀(jì)末開始,伴隨著信息技術(shù)取得的長遠(yuǎn)的發(fā)展,它已經(jīng)為全球的經(jīng)濟(jì)一體化提供了廣闊的交流平臺。而伴隨著全球經(jīng)濟(jì)一體化以及各國的跨國公司的發(fā)展壯大,這些跨國公司已經(jīng)成為了我國經(jīng)濟(jì)發(fā)展中不容忽視的一部分,對我國的經(jīng)濟(jì),環(huán)境,人文等個個方面都有著深遠(yuǎn)的影響。并且近些年來,伴隨著我國經(jīng)濟(jì)的平穩(wěn)發(fā)展,無論是從人們的認(rèn)識,還是政府的工作效率等方面都對跨國企業(yè)有了很大的改善。特別是我國加入WTO以來,跨國企業(yè)在中國投資有了更多的便利,這就使得越來越多的跨國企業(yè)到中國投資,這其中就包括美國馬利公司。本論文通過戰(zhàn)略管理的理論和馬利公司的內(nèi)部數(shù)據(jù)為基礎(chǔ),應(yīng)用相應(yīng)的模型作為分析工具,并且分析了馬利公司的內(nèi)部和外部環(huán)境,明確了其優(yōu)勢以及不足之處,確定了馬利公司戰(zhàn)略發(fā)展的實(shí)施方案。在充分發(fā)揮了企業(yè)的資金及技術(shù)優(yōu)勢的條件下,能夠幫助企業(yè)成功的打開中國的電暖器市場并且能夠占據(jù)一定的市場份額。在具體的應(yīng)用中,本論文應(yīng)用了PEST模型,評價矩陣以及五力模型等分析方法,確定了馬利公司在內(nèi)外環(huán)境中的優(yōu)勢和劣勢,通過明確及確立企業(yè)的優(yōu)勢以及劣勢,明確了促進(jìn)企業(yè)發(fā)展的主要因素,進(jìn)而我們應(yīng)用了SWOT分析方法來分析企業(yè)未來發(fā)展可能遇到的困難以及機(jī)會,通過馬利公司所面臨的機(jī)遇與挑戰(zhàn)的分析,使得馬利公司的發(fā)展戰(zhàn)略正確有效的實(shí)施。隨著越來越多的跨國企業(yè)在中國投資,希望本課題的研究能夠?qū)ζ渌鐕髽I(yè)在中國的發(fā)展戰(zhàn)略的開展也有著一定的指導(dǎo)意義。
[Abstract]:Since the end of the last century, it has been accompanied by the long-term development of information technology. It has provided a broad communication platform for the global economic integration, and accompanied by the global economic integration and the development and growth of multinational companies in various countries. These multinational companies have become a part of our economic development that can not be ignored, and have a profound impact on the economy, environment, humanities and other aspects of our country. And in recent years. With the steady development of China's economy, both people's understanding and the efficiency of the government have greatly improved the multinational enterprises, especially since China's entry into WTO. Multinational enterprises have more convenience to invest in China, which makes more and more multinationals invest in China. This paper is based on the theory of strategic management and the internal data of Marley Company, and applies the corresponding model as an analysis tool. It also analyzes the internal and external environment of Marley, clarifies its advantages and disadvantages, and determines the implementation plan of the strategic development of Marley, under the condition of giving full play to the capital and technology advantages of the enterprise. Can help enterprises to successfully open the Chinese heating market and can occupy a certain market share. In the specific application, this paper applies the PEST model, evaluation matrix and five-force model and other analytical methods. The strengths and weaknesses of Marley Company in the internal and external environment are determined, and the main factors to promote the development of enterprises are defined by defining and establishing the strengths and weaknesses of the enterprises. Then we use the SWOT analysis method to analyze the difficulties and opportunities that may be encountered in the future development of enterprises, through the analysis of the opportunities and challenges faced by Marley. As more and more multinationals invest in China, the development strategy of Marley is implemented correctly and effectively. It is hoped that the research on this topic will have some guiding significance for the development strategy of other multinational enterprises in China.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F272;F416.6

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